Sport Group opens first European store in Spain

What began more than three decades ago in Paraguay has now crossed the Atlantic. TL Sports & Outdoors, the sports store chain developed by Sport Group, is inaugurating its first European store in Costa Brava, Spain.

The new location brings a business model focused on specialization, innovation, and customer experience to a new audience. The store features top brands in running, outdoor activities, and adventure sports, including HOKA, On Running, Salomon, Brooks, Saucony, Helly Hansen, Cotopaxi, KEEN, Teva, and Babolat.

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The opening of our first store in Spain represents a very important achievement for Sport Group and for the entire TL Sports & Outdoors team. It is the result of a growth vision we have been developing for several years, and which today allows us to take our business model beyond South America.

More than just a traditional store, TL Sports & Outdoors aims to be a space where sports are a lifestyle. It offers specialized advice and high-performance products for enthusiasts. "The opening of our first store in Spain represents a very important achievement for Sport Group and for the entire TL Sports & Outdoors team," said Esteban Piccini, CEO of Sport Group. "It is the result of a growth vision we have been developing for several years, and which today allows us to take our business model beyond South America."

Piccini highlighted that the journey to Europe began with the company's regional expansion. "Having started this expansion with our arrival in Uruguay and now taking the leap into Europe confirms that we are building a brand with international projection," he stated. The Spanish opening continues a process that began in 2024 with the first TL Sports & Outdoors store in Montevideo, Uruguay, and the company is already planning a second store in the Uruguayan capital.

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Having started this expansion with our arrival in Uruguay and now taking the leap into Europe confirms that we are building a brand with international projection.